The Importance of Connected Television (CTV) in Today's Marketing Landscape
- MiaVita Solutions
- Jun 18
- 2 min read
Connected TV (CTV) has transformed the way brands connect with audiences, merging the storytelling power of traditional television with the precision and measurability of digital advertising. As consumers increasingly shift from linear TV to streaming platforms, CTV has become a cornerstone of modern marketing strategies.
Why CTV Matters in Marketing
CTV refers to internet-connected devices like smart TVs, streaming sticks (e.g., Roku, Amazon Fire TV, etc.), and gaming consoles that deliver content on a Television. Unlike traditional TV, CTV offers on-demand viewing, advanced targeting, and real-time analytics, making it a powerful tool for marketers. Here’s why CTV is indispensable:
Precision Targeting and Personalization: CTV allows advertisers to target specific demographics, interests, and behaviors using first- and third-party data. This precision reduces ad waste and boosts return on investment (ROI).
Performance-Driven Outcomes: CTV is now recognized as a performance channel, with 65% of marketers reporting increased sales when using CTV alongside other paid channels. One-third of U.S. viewers have completed a purchase after seeing a CTV ad, showcasing its direct impact on consumer behavior (Roku 2024 Consumer Insights Report).
Engaging Viewing Experience: CTV ads are typically non-skippable and viewed on large screens with sound on, leading to higher engagement and recall. Studies show CTV ads achieve a 94% completion rate and 46% recall rate, far surpassing mobile (69% completion, 12% recall) and social media (33% recall) (Innovid 2024 CTV Advertising Benchmark Report). This immersive experience enhances brand perception, with viewers perceiving CTV-advertised brands as more relevant and innovative.
Shifting Consumer Habits: As cord-cutting accelerates, CTV has replaced linear TV as the primary viewing platform. This shift demands that marketers adapt to where audiences are spending their time, and CTV is at the forefront of this digital migration.
Daily Viewing Hours: In 2024, U.S. adults spent an average of 2 hours and 15 minutes per day on CTV (Insider Intelligence 2024 Media Consumption Report).
Connected TV is no longer an emerging channel, it’s a marketing powerhouse reshaping how brands engage with consumers. Its widespread adoption and significant time spent consuming make it a must-buy for advertisers. By leveraging CTV’s targeting, performance capabilities, and engaged audiences, marketers can drive measurable outcomes in an increasingly competitive landscape.
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